MUMBAI: PayU India, a leading online payment service provider, has launched an innovative digital and marketing campaign #BeLazy, to promote their deferred payment feature ‘LazyPay’. The campaign includes one of its kind content-led brand films created by leading creative agency – The Glitch, featuring popular stand-up comedians of the country such as Cyrus Sahukar, Hoezay Covaco, Varun Thakur, Jeeveshu Ahluwalia, Kaneez Surka and others. The campaign also includes some outlandish social media outreach programs, ATL activations and unique customer engagement activities.
LazyPay is a first-of-its kind premium deferred payment feature for consumers. It is a product aimed at those who recurrently transact digitally for any amount up to INR 2500 where they have an option to pay later. The aim of the product is to drive faster purchase experiences and convenience by reducing friction on online checkouts and achieving a zero-drop situation for online payments. It is a convenience product for anyone to pay later and the facility could extend for amounts from INR 3000 and even up to INR 10,000, depending upon customer behavior. It appears as a payment option at the time of checkout on websites and apps integrating the product. LazyPay provides users a deferred payment facility for 15 days with a transaction limit decided as per the purchasing behavior of every individual.
PayU India’s campaign for LazyPay aims at a very strong understanding of their consumer base and has thus adopted a strategy which is content led that connects humor and proposition through effective media choices along with smart communications that customers can relate to. The first film of the campaign has gone live today.
Excited about the new marketing campaign, Abhijit Bhattacharya, Head Marketing – Consumer Business, PayU India, said “The #BeLazy brand films and campaign positions LazyPay as a catalyst of convenience and connects with the millennials in India who are always on the go and need a platform that’s convenient, quick and can help them ‘buy now pay later’. We have imbibed learnings from real-life situations and used product innovations to solve for them.”
He adds, “The entire campaign has been conceptualised with the insight that today, being lazy is not a vice anymore; in fact being ‘Lazy is cool’. The campaign will be spread over two months and includes eight brand films”
LazyPay is the perfect example of PayU’s philosophy of simplifying the online payment process, wherein they separate the purchase and payment experiences and provide a hassle-free deferral payment facility to the consumer.
“With this new campaign we will roll out interesting LazyPay merchandise and innovative consumer connect activities. The focus of the campaign is to spread awareness of the launch of PayU’s deferral platform and to inform the consumers on how, each of its feature, which are in turn beneficial to them for their day to day activities” added Abhijit.
Commenting on the launch of the brand films, Varun Duggirala, Content Chief, The Glitch, “LazyPay is a platform that inherits the fact that laziness is a trait in every human being and emphasizes on & celebrates the aspect of being lazy. This product is basically for people who prefer convenience while making an online purchase. Hence, we have tried to keep these brand films in the ‘advertainment’ category which is a combination of advertising and entertainment. We have tried to leverage the popularity of stand-up comedians from across the country which people can instantly relate to. Glitch has selected the best people for the job and tried to make this a longer and wider campaign due to multiple stars.”
